中山大学吴柏林教授 广告创意绝密资料TIF02.docx
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中山大学吴柏林教授 广告创意绝密资料TIF02.docx
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中山大学吴柏林教授广告创意绝密资料TIF02
Chapter2—AdaptingMarketingtotheNewEconomy
True/FalseQuestions
1.Anintranetconnectspeoplewithinthesamecompany.True(easy)p.24
2.Billhasagreedtohookhissuppliersanddistributorsintoaninformationweb,thisiscalledm-commerce.False(moderate)p.24
3.WhenPoffereditsservicesofbringingairfarecustomerstogetherwithairfaresellers,thiswasanexampleofthemarketplacebecomingreintermediated.True(moderate)p.25
4.Prosumersareself-producingconsumerswhocanessentiallydesigntheirowngoods,enabledbythecompany.True(moderate)p.25
5.Intheneweconomy,firmsshouldoverpromiseandoverdeliver.False(moderate)p.26,Table2-1
6.E-businessisthesameasE-commerce.False(moderate)p.26
7.Themostfrequentonlineitempurchased(intermsofpercentofonlinebuyerssayingtheyhavepurchasedinthecategory)sofar,hasbeenmusic.False(difficult)p.27
8.Business-to-businessWebsitesdotentofifteentimesthecommercethatbusiness-to-consumerWebsitesdo.True(moderate)p.27
9.Infomediariesarethirdpartiesthatcreatemarketslinkingbuyersandsellers.False(moderate)p.27
10.eComplaintsisanexampleofaC2BInternetdomain.True(moderate)p.28
11.At,userscandownloadfreesoftwarethatallowsthemtoopenupdocumentsscannedinaparticularformat.Adobe’ssiteisconsideredacontentsite.False(difficult)p.29
12.BooksellerAisconsideredasearchenginebecauseofitspowerfulabilitytofindout-of-printtitles.False(moderate)p.29
13.Brick-and-clickorganizationsarelikelytohavemoresuccessthanpure-clickcompanies,duetotheiraccesstogreaterresources.True(moderate)p.29-30
14.TheInternetsitedesignelement“customization”enablessite-to-user,user-to-site,ortwo-waycommunication.False(moderate)p.30
15.Websiteeaseofuseismeasuredbywhetherasiteloadsquickly,iseasytounderstand,andiseasytonavigate.True(easy)p.30
16.Usinghumoronawebsiteisonewayofbringingbrowsersbackforasecondvisit.True(moderate)p.31
17.Aninterstitialadisonethat“pops”uporunderwhenaWebsiteisvisited.True(moderate)p.32
18.Sellingorrentingyourdetailedcustomerlistforextrarevenueiscalledgettingprofileincome.True(moderate)p.32
19.Thefirststeptoone-on-onemarketingistocustomizeproducts,services,andmessagestoeachcustomer.False(moderate)p.33
20.Databasemarketingisextractinginformationaboutindividuals,trends,andsegmentsfromadatawarehouse.False(moderate)p.35
MultipleChoiceQuestions
21.Bill’scompanyhasaninternale-mailandinformationcommunicationsnetwork.Whatisthiskindofconnectivitycalled?
a.)Internet
b.)extranet
c.)intranet(moderate)p.24
d.)ultranet
e.)m-commerce
22.Monroeisanintermediaryandallowsitssuppliersandbuyerstohookintoaspecialinformationcommunicationsnetwork.Whatisthiskindofconnectivitycalled?
a.)Internet
b.)extranet(moderate)p.24
c.)intranet
d.)ultranet
e.)m-commerce
23.NTT’sDoCoMosysteminJapanisanexampleof___________.
a.)Internet
b.)extranet
c.)intranet
d.)ultranet
e.)m-commerce(moderate)p.24
24.Whichofthefollowingisnotconsideredadriverthatunderpinsthe“new”economy?
a.)multitaskingandrestructurization(moderate)p.24
b.)digitalizationandconnectivity
c.)disintermediationandreintermediation
d.)customizationandcustomerization
e.)industryconvergence
25.Whenabricks-onlyretailerisputoutofbusinessbyaWebsitebasedbusinessthatservestheconsumerneedbetter,thisisanexampleof___________.
a.)reintermediation
b.)digitalization
c.)disintermediation(moderate)p.25
d.)customerization
e.)industryconvergence
26.DylancreatedaWebsitethatbroughttogetheralargeinternationalgroupofcollectorsandsellers,aswellasotherswhohaveinterestinTystuffedtoys.Thisnewapproachtoservingcustomerandsupplierneediscalled
a.)reintermediation(moderate)p.25
b.)digitalization
c.)disintermediation
d.)customerization
e.)industryconvergence
27.Jonasisabletolandscapeayardtoanydesignaconsumerbringstohim.Thisiscalled___________.
a.)customization(easy)p.25
b.)prosumerization
c.)personalization
d.)customerization
e.)reintermediation
28._______________referstothecombinationofoperationalcustomizationandmarketingcustomization.
a.)Customization
b.)Prosumerization
c.)Personalization
d.)Customerization(moderate)p.25
e.)Reintermediation
29.Merckmakesprescriptionsandnonprescriptiondrugs,andisconsideringaddingchemically-engineeredfoodsupplementstotheirproductline.Thisnewlinewouldfallunderthecategoryof___________.
a.)cosmoneuticals
b.)nutriceuticals(moderate)p.25
c.)cosmonauticals
d.)nutrichemicals
e.)biogenicals
30.Whichofthefollowingisnotanexampleofmarketingintheneweconomy?
a.)organizebycustomersegments
b.)focusonstakeholders
c.)buildbrandsthroughperformance
d.)underpromise,overdeliver
e.)focusonprofitabletransactions(moderate)p.26,Table2-1
31.Whichofthefollowingisanexampleofmarketingintheneweconomy?
a.)organizebyproductunits
b.)everyonedoesthemarketing(moderate)p.26,Table2-1
c.)focusoncustomeracquisition
d.)focusonshareholders
e.)lookprimarilyatfinancialscorecard
32.
Chrisdoesmostofherbuyingonline,ratherthangetoutanddohershoppinginperson.Sheisanexampleofa___________.
a.)hybridconsumer
b.)cyberconsumer(easy)p.26
c.)superconsumer
d.)traditionalconsumer
e.)consumeractivist
33.____________isatermthatdescribesacompany’seffortstoinform,communicate,promote,andsellitsproductsandservicesovertheInternet.
a.)E-business
b.)E-commerce
c.)E-purchasing
d.)E-consuming
e.)E-marketing(difficult)p.26
34.YacoboPistoriusbuildscomputersinhishousetoselltoagrowinglistoflocalcustomers.Hebuysallhispartsonlineandmakesaniceprofitoneachmachinehebuildstoorder.Yacobo’sonlinesupplyallowshimtotakepartin___________.
a.)e-business
b.)e-commerce
c.)e-purchasing(easy)p.26
d.)e-consuming
e.)e-marketing
35.ScottgoesonlinetofollowagroupthatdiscussestheYamahaRoadStarmotorcycle.Mostcontributorsonthesiteareowners,andtheyoftenshareinformationaboutthebikes,ralliesandrideopportunities,andtechnicalinformationandreviewsaboutaftermarketproducts.Thereisevenabuy-sellforumwhereyoucanfindpartsorusedbikesforsale.Thisisanexampleofa__________Internetdomain.
a.)B2C
b.)B2B
c.)C2C(difficult)p.27
d.)C2B
e.)B2B2C
36.TheInternetismostusefulfor________productswhentheconsumerseeksgreaterorderingconvenience,lowercost,orinformationaboutproductfeaturesandprices.Itislessusefulforproductsthatmustbetouchedorexaminedinadvance.
a.)B2C(difficult)p.27
b.)B2B
c.)C2C
d.)C2B
e.)BCG
37.
WhichkindofInternetdomaindoesbyfarthegreatestamountofcommerce?
a.)B2C
b.)B2B(moderate)p.27
c.)C2C
d.)C2B
e.)BCG
38.Downwardpricepressureonundifferentiatedproductsisincreasing,becausebusinessbuyershaveaccesstomoreinformationfromallthefollowingexcept___________.
a.)supplierWebsites
b.)infomediaries
c.)marketmakers
d.)marketmavens(moderate)p.27
e.)customercommunities
39.DaimlerChrysler,Ford,andGMhavecometogethertobuildamoney-saving,Web-basedprocurementsystemcalled___________.
a.)eVixxion
b.)DFM*B2B
c.)iSite
d.)Covisint(difficult)p.27
e.)Deltronicos
40.__________arethirdpartiesthataddvaluebyaggregatinginformationaboutalternatives.
a.)SupplierWebsites
b.)Infomediaries(easy)p.27
c.)Marketmakers
d.)Marketmavens
e.)Customercommunities
41.C2CInternetdomainshavealsobeentermed_________,andareanimportantbuyinginfluence.
a.)wordofmouth
b.)webofmouth
c.)wordofweb(moderate)p.27
d.)WorldWideWeb
e.)mouthofweb
42.SitessuchasPlanetFeedbackandeComplaintsallowfrustratedconsumerstocommunicatetheirdissatisfactionwithbusinessesandproducts.Thesetypesofsiteshavebeentermed_________Internetdomains.
a.)B2C
b.)B2B
c.)C2C
d.)C2B(moderate)p.28
e.)BCG
43.
YoumightfindallofthefollowingonaC2BWebsite,except___________.
a.)afeaturethatallowscustomerstobuildtheirownproducts(moderate)p.28
b.)aninvitationtoe-mailaquestion
c.)asystemthatallowsconsumerstogivefeedback
d.)awayofconveyingacomplaint
e.)a“call-me”button
44.GisasophisticatedtoolforfindingcontentontheWeb.Itisinthe_________categoryofpure-clickcompanies.
a.)searchengine(moderate)p.29
b.)portal
c.)commercesite
d.)transactionsite
e.)contentsite
45.TheEconomistisaBritishweeklybusinessnewspaper,whichnowhasapresenceontheWebat.Thisisanexampleofa______________.
a.)portal
b.)commercesite
c.)transactionsite
d.)contentsite(moderate)p.29
e.)enablersite
46.Yahoo!
andothercompanieswouldlikeyoutopicktheirhomepageasyourhomepage.Thesetypesofsitesarecalled________________.
a.)searchengines
b.)portals(moderate)p.29
c.)commercesites
d.)contentsites
e.)enablersites
47.Allofthefollowingarereasonsmanyearlypure-clickfirmsfailed,except___________.
a.)poorly-designedWebsite
b.)focusonsuccessfulbusinessmodels(easy)p.29
c.)focusoncustomeracquisitionratherthanbuildingrelationships
d.)reliedonbuzzinsteadoftargetmarketing
e.)lackofinfrastructure
48.____________,nowabrick-and-
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